Abstract
This study examines how characteristics of victims and types of incidents described in a media account of gun violence affect public support for three categories of policies that regulate firearms. A randomized experiment with a sample of US public (N = 3410). Victim race, particularly if the victim was Black, was a strong predictor of less public support for all tested categories of firearm regulation. Respondents were less supportive of policies to address gun suicide or accidents and more supportive of policy solutions to mass shootings, compared to street-level gun homicides. Depictions of victim gender, mental illness, prior incarceration, and age were less salient to support across categories of firearm regulation, compared to race and type of incident. Media coverage of gun violence has heterogenous effects on public support for firearm regulation and may influence support for policies aimed at reducing specific types of gun violence.
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